The Town announces partnership and news at press conference

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There are 96 days left for the Interlagos Racetrack to start shaking! From the same organizers as Rock In Rio, the biggest music, art and culture festival in São Paulo starts on the 2nd of September and goes by the name of The Town. And besides one line-up with big names in Brazilian and world music, the festival will present a grandiose, inclusive and sustainable proposal, in addition to other innovations.

This Tuesday morning (30), our team attended the festival’s press conference, which was attended by Rock World’s CEO, Luis Justo; Rock World’s Chief Brand Reputation Officer, Roberta Medina; and the CEO of Gerdau, Gustavo Werneck. The company, organizer of The Town and Rock In Rio, and the largest steel producer in Brazil have just closed a very important partnership for the event. All the steel used in the construction of Cidade da Música will be supplied by the company.

The partnership between Rock World and Gerdau began last year, with the 9th edition of Rock In Rio, where the largest steel producer in Brazil was responsible for building the World Stage, the largest at the event. This was also the biggest World Stage in all editions of the festival since 1985, measuring 104m long and 30m high, built with 73% recycled steel. For The Town, Gerdau’s commitment is to use 330 tons of 100% recycled steel to mold fixed and temporary structures, including entertainment equipment, building foundations and racetrack infrastructure.

Much more than music

With shows by Post Malone, Bruno Mars, Foo Fighters and Maroon 5, who will perform on two dates, there is no doubting the grandeur of the show that is being prepared. Most of the dates are already sold out, and other big names, such as Demi Lovato, Luíza Sonza, Ludmilla and Pitty are also confirmed on the main stage.

At the press conference, singer IZA, who performs the festival’s theme song and will take the stage on September 10, was announced as the ambassador of Gerdau’s sustainability theme for The Town. She ended the interview with a pocket show exclusive, accompanied by Orquestra da Scata, a social project supported by Gerdau that, since 2015, involves children and young people in a cultural atmosphere that seeks to reflect on the themes of recycling and sustainability through music.

However, The Town’s proposal goes far beyond music. As with Rock In Rio, Rock World saw in festivals the possibility of transmitting important messages. The partnership with Gerdau, for example, symbolizes the creation of jobs both in the construction of the structure of the event and in the recycling of steel.

“We are proud to take 100% Gerdau steel to the biggest music, culture and art festival in the history of São Paulo, reinforcing our commitment to building an even more sustainable future and positively impacting the regions in which we operate. The same steel that plays an essential role in generating jobs and income and is part of the solutions to the challenges of construction, mobility and sustainability in the world will also be present in one of the most symbolic spaces in the capital of São Paulo, the Autódromo de Interlagos”, explains the CEO of Gerdau, Gustavo Werneck.

Another important partnership was signed with the NGO Gerando Falcões, a social development ecosystem that works to accelerate the power of impact of favela leaders across the country and end poverty in communities once and for all. With support from the State of São Paulo, the São Paulo City Hall, Gerdau, the Volkswagen Group Foundation and the Vozes das Periferias collective, The Town promoted an action in Favela Haiti, located in the Southeast Zone of São Paulo (SP), which guarantees the carrying out of the actions and fulfillment of the goals that make up the Favela 3D project (Digital, Dignified and Developed). Representatives of each institution came together with the objective of breaking the cycle of poverty in the community through a scalable and sustainable methodology that is already being implemented.

The founder and CEO of Gerando Falcões, Eduardo Lyra, was also present at the press conference and took the opportunity to thank the executives for their support, in addition to highlighting the NGO’s mission.

“Gerando Falcões is present in almost 6,000 Brazilian favelas, working with economic development, citizenship and social impact projects. But, our mission, the real purpose for which we exist, is to transform the poverty of the slums into a museum piece before Mars is colonized. If there is enough Science to build rockets and reach other planets, we cannot tolerate that people go hungry, that children are not literate and that there are not opportunities for everyone. A rich country like ours cannot produce so much poverty,” he says.

The Favela 3D project will impact 290 families (the equivalent of about a thousand people) from Favela in Haiti through actions that promote community strengthening, employability, entrepreneurship, professional training and individualized monitoring of families by December 2024.

News

And this is just the beginning of a series of news that The Town’s organization will announce until the event takes place. The following were also mentioned in the press conference:

#1 Zip line confirmed
You can celebrate! The classic zip line, Rock In Rio’s trademark, will also be present at The Town and will be built with 154 tons of recycled steel from Gerdau.

#2 The Town on the official calendar of São Paulo
The first festival hasn’t even started and we already want to know if it will happen again. And the answer is yes! The Town is confirmed on the official calendar of events in São Paulo, and will take place in odd-numbered years, while Rock In Rio will always take place in even-numbered years.

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